The case describes challenges facing Ranbaxy, the third largest pharmaceutical company in India, as it attempts to move from being a generics marketer, to a player in the branded drugs business. The case focuses on issues relating to the launch of Cifran OD, Ranbaxy's first drug based on a patented new drug delivery system.
The case aims to demonstrate: The power of a good positioning strategy The importance of understanding the consumer in developing an effective positioning strategy The benefits and downsides of collaborating with competitors Ways, in which a small emerging market firm, in a technology led business, can compete globally with larger players in the industry
- Emerging markets. AR2003